There is nothing more helpful than benchmarking when starting a new business. If you are building an overseas shopping mall for the first time, you will face many difficulties. In this post, we will learn about So Young Inc., a successful online shopping mall built with the e-commerce solution Shopify, and their brand building, site configuration, and operation.

SoYoung

Soyoung is an eco-friendly cooler bag brand located in Canada that was founded by Catherine Choi (a second-generation Korean immigrant) who overcame her dark past to become successful. The bag designs are the work of external professional designers, and it currently has regional vendors in the Americas, Europe, Australia, Malaysia, Mexico, Chile, the Philippines, and Korea. In Korea, it is known as a keyword for cooler bags loved by Hollywood celebrities . The current lineup includes adult, kids, and baby bags, and you can see photos of celebrities such as Jessica Alba, Sarah Jessica Parker, and Halle Berry holding Soyoung bags on the online shopping mall.

▲ Soyoung main slide image

Mom! Mom, were you a drug addict?

Catherine Choi, founder and CEO of Soyoung, said that she had a very depressed youth due to her heroin addiction and financial ruin in her youth. However, after marriage and having children, she realized the love of her family and gained strength to launch the Soyoung brand. Soyoung recently appeared on the startup program Dragon's Den and attracted $250,000 in investment.

Slogan, Tagline

SoYoung Design. Conscious. Life. The word conscious in SoYoung’s tagline is “ conscious fashion, ” which means clothing produced through an eco-friendly and ethical process from material selection to manufacturing. SoYoung emphasizes that their products are eco-friendly. SoYoung products pursue an eco-friendly concept.

Site structure and design

Soyoung's product categories are divided into Adult, Kids, and Baby lines, and the site design focuses on simplicity. In addition, in order to promote its representative product, the cooler bag, it has linked up with Babylist , a parenting-related curation site, so that anyone can share (and buy) Soyoung products. On the blog, there is a menu called STORIES , where Catherine Choi's story as well as blogs related to parenting and home care are continuously posted.

Site Analysis

Main Page Title: Lunch Boxes, Backpacks and Diaper Bags from SoYoung USAMeta Description: Eco-Friendly Lunch Boxes, Cooler Bags, Backpacks and Unisex Diaper Bags for Healthy Living On-the-Go

We are using keywords related to baby bags as titles.

Themes and apps you use

I run an online store with Shopify and the design is composed of the Pipeline theme . The apps I use are Smile.io (rewards app), Klaviyo (customer management app), and Stamped (product review app).

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Creating your own brand may sound grandiose, but global brands also started from small ideas. How about Korean global sellers create their own brand instead of just listing products that are selling well?